In a 3-2 vote, the FCC just passed new rules targeting internet service providers who collect user data. Going forward, ISPs that collect data must get explicit permission from users before selling that data to third parties.

The new rules govern ISPs’ collection of data such as browsing history, app usage, and location data. While providers can use the data for their own targeting—for example, to offer suggestions for shows or products you might like from their own portfolio—they can’t sell that data to third-parties without getting permission from the user.

These new rules only apply to internet service providers like Comcast or AT&T, but not to the service you use online, like Google or Facebook. The two votes opposed to the ruling claimed that it was unfair to put this restriction on ISPs and not other internet companies. However, ISPs occupy a unique position on the data collection pipeline. Put simply, you can decide not to use Google, but many can’t choose to change their internet provider.